INDIA: Hershey launches Jolly Rancher candy
By Dean Best | 5 December 2013
Hershey has made its first major move as an independent player in India with the announcement of plans to launch US candy brand Jolly Rancher into the country.
The company has introduced Jolly Rancher lollipops into India, made at its manufacturing plant in Chittoor, in the south of the country.
The US confectionery giant took full control of its Indian venture last year after buying a 49% stake held by local conglomerate Godrej Industries and other smaller shareholders.
The venture, launched in 2007, had been losing money and accounted for a tiny share of India's confectionery market, with local brands like Nutrine.
However, Hershey insisted growth in the sector as a whole was "solid" and maintained it was "excited" about the opportunities in the country.
Announcing the Jolly Rancher launch today (5 December), Hershey said India's confectionery sector was "one of the fastest-growing in the world", with a compound annual growth rate of 18%.
Hershey said it had developed lollipop flavours specifically for the Indian market. "The Jolly Rancher brand is a perfect line of products for sweets-loving consumers in India," Atul Razdan, general manager, marketing, sweets and refreshments, for Hershey India, said. "We've tailored our new Jolly Rancher products for India to appeal, specifically, to local palates with bold, fruity flavours that are unlike any other candy available in the market."
The lollipops - which come in green apple, watermelon and mango flavours - are priced at INR5 (US$0.08) and are available in "select outlets in metropolitan cities".
Iconic Jolly Rancher Sweets Brand to Launch in India
Brand’s First Expansion Outside of North America Underscores Power of Indian Confectionery Market
MUMBAI, India--(BUSINESS WIRE)--Hershey India Private Ltd., a wholly-owned subsidiary of The Hershey Company (NYSE: HSY), today announced it will bring the iconic North American sweets brand, Jolly Rancher™, to India, underscoring the importance and strength of the growing Indian confectionery market. India is the first international market for the Jolly Rancher brand outside of North America in the brand’s 65-year history.
“The Jolly Rancher brand is a perfect line of products for sweets-loving consumers in India”
The Jolly Rancher brand is known for a unique combination of sweet and tart fruity flavors that deliver a never before taste experience to the consumer. Jolly Rancher Lollipops will be the first Jolly Rancher candy introduced in India. The lollipops offer a long lasting fruit-like taste experience that is distinct from the typical lollipop currently available in India. The lollipops will come in three flavors: Green Apple, Watermelon and Mango. Mango was developed specifically for the India market. The three flavors were tested with Indian consumers who gave them high scores for appeal and delivering uniquely bold, fruity flavors.
“The Jolly Rancher brand is a perfect line of products for sweets-loving consumers in India,” said Atul Razdan, General Manager, Marketing, Sweets and Refreshments, for Hershey India. “We’ve tailored our new Jolly Rancher products for India to appeal, specifically, to local palates with bold, fruity flavors that are unlike any other candy available in the market.”
Priced at Rs. 5 /- in India, Jolly Rancher Lollipops are immediately available in select outlets in metropolitan cities. The company is manufacturing the product in its Chittoor plant in India.
The launch of Jolly Rancher brand in India will contribute to The Hershey Company’s focus on global growth. The Indian confectionery market is one of the fastest-growing markets in the world with a strong double-digit annual compound growth rate of about 18 percent.
Jolly Rancher is one of five brands that Hershey has identified as “global brands” that will drive the company’s worldwide growth over the next several years. It is also the first global brand from North America to launch in India. The international expansion of Jolly Rancher in India and other iconic Hershey brands around the world is an integral part of Hershey’s global growth vision to achieve $10 billion in annual revenue by 2017.
About The Hershey Company
The Hershey Company (NYSE: HSY) is the largest producer of quality chocolate in North America and a global leader in chocolate and sugar confectionery. Headquartered in Hershey, Pa., The Hershey Company has operations throughout the world and approximately 14,000 employees. With revenues of more than $6.6 billion, Hershey offers confectionery products under more than 80 brand names, including such iconic brands asHershey's, Reese's, Hershey's Kisses, Hershey's Bliss, Hershey's Special Dark, Kit Kat, Twizzlers, Jolly Rancher and Ice Breakers. The company is focused on growing its presence in key international markets such as China, Mexico and Brazil while continuing to build its competitive advantage in the United States and Canada.
For more than 100 years, The Hershey Company has been a leader in making a positive difference in the communities where its employees live, work and do business. Corporate Social Responsibility is an integral part of the company’s global business strategy, which includes goals and priorities focused on fair and ethical business dealings, environmental stewardship, fostering a desirable workplace for employees, and positively impacting society and local communities.
Hershey India Private Ltd. is a 100 percent Subsidiary of The Hershey Company. Hershey India operates in multiple categories such as confectionery and beverages. Hershey India has four Regional Sales Offices in Mumbai, Delhi, Chennai and Kolkata. The organization has a strong sale force of 500 people reaching to more than a million retail outlets through 1,500 distributors spread across India. Hershey India has an aggressive growth plan to bring strong product innovations, brand building, and investments in improving capabilities drive growth in the Food & Beverage space in India.
Original source: Hershey
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